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The marketing management is accountable for various activities such as product development, promotion, pricing and distribution decisions, as well as market segmentation and marketing research (Briggs, 2001).
The complexity in developing a marketing strategy is no less evident than in the tourism industry, one of the most highly competitive industries in the world. In the UK, holiday-makers take some 36 million overseas holidays each year. Of these, almost half are "packaged holidays" - where the consumer buys a complete package of accommodation, flight and other extras - all bundled into one price...
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